Plan for and use visuals (photos, charts, maps) throughout all your designs. Readers will not swim through a sea of gray.

Keep story length to no more than 12 to 15 inches. Reader survey after reader survey tells us readers will not finish a story that’s more than 12 to 15 inches. If a report must be longer, find ways to segment it.

In everything you design, place the reader first. Not the writer. Not the editor. Not yourself. The reader.

So…25 rules, none of them difficult to follow. Now you know them. So now you can break them.